SOCIAL MEDIA 101
DID YOU KNOW?
DID YOU KNOW?
LET’S GET UNDER THE COVERS


Top 7 social media platforms
3 platforms you need to be utilizing


Do’s & Don’ts 1, 2, 3
4 easy tips for effective content sharing

Companies doing social right
WHO IS SOCIAL MEDIA FOR?
SOCIAL MEDIA ISN’T FOR ME!
“CEOs who shun social media risk losing touch with some of their
most lucrative customers, prospects and influencers.” says Josh
James, founder and CEO of Domo in an article on Forbes.
SOCIAL MEDIA IS FOR EVERYONE!
“All CEOs should be using social media to connect with customers.” An IBM study of more than 1,000
global executives said that within the next five years, the percentage of global CEOs on social media will
go from 26 percent to more than 57 percent. The reason is that business owners who can connect with
suppliers, customers, and employees more efficiently are going to be better and more agile in the
marketplace.” says Peter Roesler in an article from The Jacksonville Business Journal
SOCIAL MEDIA BENEFITS
Meghan Ennes, Harvard Business Review (conducted survey above)
Jason Demers writes in Forbes Magazine, “The benefits of social media are many, but they
include: Improved social signals (which are a factor in the search ranking algorithm).Company
branding, Improved brand awareness, Word-of-mouth advertising, Increased customer loyalty
and trust, Improved audience reach and influence. Social media is also one of the three pillars
of SEO.”
SOCIAL MEDIA MATTERS
http://socialmediatrics.files.wordpress.com/2013/10/c4d_infographic-content_and_social_sharing.png
TOP 7 SOCIAL PLATFORMS
Who should use it: Everyone! –Even your Grandma
900million - Estimated Unique Monthly Visitors
Who should use it: Everyone! – From individuals to the
largest multinational corporations
310million - Estimated Unique Monthly Visitors
Who should use it: Businesses (especially B2B service
providers), Recruiters and Job-Seekers
250million - Estimated Unique Monthly Visitors
Who should use it: Fashion, food, design, travel and
anything DIY; audience skews female by 4:1
150million - Estimated Unique Monthly Visitors
Who should use it: Brands already on the other
major social networks, B2B networking, bloggers
120million - Estimated Unique Monthly Visitors
Who should use it: Everyone. It can be used as tool with
social media platforms. It’s a social network that has a
blogging platform, and is a great way to share content.
110million - Estimated Unique Monthly Visitors
Who should use it: Lifestyle, food, fashion,
personalities and luxury brands
85million - Estimated Unique Monthly Visitors
DATA From- eBizMBA Rank which is a constantly updated average of each website's Alexa Global Traffic Rank, and U.S. Traffic
Rank from both Compete and Quantcast.
WHAT ABOUT ME?
3 SOCIAL PLATFORMS JUST FOR YOU
DO’S & DON’TS 1,2,3
1. Social Media is not an extension of your
Sales Department.
“Overtly trying to sell a product or service will quickly
damage a social media reputation”
-Joshua Leatherman, Social Media Today.
“It is a vehicle that appeals to people’s deep, God-given desire to connect.
It works when there is trust. When it becomes just another form of spam
(violating people’s trust), it fails to be effective. If you want to build a social
media platform, one where people listen to you, then you have to be a
giver not a taker.”
DO’S & DON’TS 1,2,3
According to social media innovator, Michael
Hyatt, (author of Platform: Get Noticed in a
Noisy World a New York Times, Wall Street
Journal, and USA Today bestseller, and
recently named as Forbes magazine Top 10
Online Marketing Experts To Follow In
2014.) on using Facebook & Twitter it’s
relational, not transactional. Michael
practices the 20 to 1 rule.
Michael says the 20 to 1 rule “represents a
ratio and means that you have to make 20
relational deposits for every marketing
withdrawal.” He says “that if you just keep
asking people to do something—buy your
book, come to our conference, sign up for
our cause—without making adequate
deposits, they will begin ignoring you.
Eventually, they will unfollow you and
disconnect from your updates.”
DO’S & DON’TS 1,2,3
"People don't want to be marketed at in the social channel. This is
where they want to talk to each other, and brands are there by
invitation. They have to be a great guest at the table--otherwise
they are going to be uninvited.“-Fielding
Veronica Fielding, president of Plainsboro, New Jersey-based digital marketing agency Digital
Brand Expressions, Calls it a
“Brands often are too
eager to inject themselves
into conversations about
their product. Despite a
brand’s best efforts, most
consumers are not going to
identify with or trust a
brand the way they would
a friend.” -Piskorski
Mikołaj Jan Piskorski, a Harvard Business
School professor and author of the
book A Social Strategy: How We Profit
from Social Media.
DO’S & DON’TS 1,2,3
2. Create a social media strategy and set goals
“An organization should focus on
engagement and not on numbers. The
numbers will follow but should not be used as
a performance indicator. There is significantly
more value in having a smaller network of
followers who engage on a regular basis than
to have a large network of followers who
view your page once and are done.” Writes
Joshua Leatherman, Social Media Today
“Define your core audience and identify your area of
expertise. Do not try to be all things to all people.”
Writes Joshua Leatherman, Social Media Today
TIP
Recruit your employees and build a dedicated social media
team. Get your team to help you execute the social media
plan you have written out, make sure they know the goals.
LinkedIn advises you to include your employees! LinkedIn
reports that “Employees are 70% more likely to take action on
your update and spread your message to their networks by
liking, sharing, or commenting on your posts.”
DO’S & DON’TS 1,2,3
3. Focus on Content:
“There’s a lot of talk about the importance of strong content for a
successful social media strategy. High-quality content should advance your
target audience; it should provide relevant information on pressing topics,
thoughtful advice, new angles on an ongoing discussion.”
Writes Dr. Susanna Gebauer (Expert for Regulation within the industry Energy and
Utilities and for Online Marketing within the industry Technology & Internet)
The Value of Online Content
•88% of respondents believe that online content has
played a major to moderate role in their vendor
selection.
•54% say that it keeps them current on new
technologies.
•38% say that it provides strategic insights and shapes
purchase specifications.
•37% believe that it educates them about issues,
problems, and challenges in their industry.
Most Valued Content Types
The top five content types most valued by
respondents are the following:
1.Research reports and studies (65% value).
2.Technical spec sheets and data sheets (50%).
3.Analyst intelligence and insight (46%).
4.Whitepapers (35%).
5.Articles on trade publishing sites (30%).
How They Find Content
•68% of respondents start their vendor-related content
“What we see,
time and time
again, is that
there is a
fundamental
truth about
content: The
more the
content speaks
to your target
market, the
greater the level
of response.”
Robert Alvin, CEO and
Chairman of NetLine
Corporation—the world
leader in business content
syndication.
sourcing with search engines and portals.
•40% go to vendor websites.
•25% turn to trusted sources or peers.
About the research: The report was based on data from an online survey of 352 B2B buyers, influencers, and
researchers conducted in January 2014. Representation across company size included 23% from companies with
revenues of more than $1 billion; 10% with revenues between $501 million and $1 billion; 32% between $50 million
and $500 million; and 36% with revenues less than $50 million.
Read more: http://www.marketingprofs.com/charts/2014/24769/how-b2b-buyers-consume-vendorcontent#ixzz2xYJU6Cra
4 EASY TIPS
FOR EFFECTIVE CONTENT
• Proper Timing
• Attractiveness
• Giving Valuable Content
• Engagement
“There is a certain amount of unpredictability and luck in social media.
A piece of content might pass unnoticed one day, while it goes viral a
week later. Yet despite the unpredictable nature of social media, there
are ingredients that can lead your content to the throne.”
Dr. Susanna Gebauer (Expert for Regulation within the industry Energy and Utilities and for
Online Marketing within the industry Technology & Internet)
TIP #1
Proper Timing
LinkedIn’s busiest
hours are morning and midday,
Monday through Friday.
People often use
Facebook in peak
down-times such
as: lunch hours
and afternoon
lulls, evenings,
and weekends.
Thursdays &
Fridays are key
days!
Twitter engagement
increases during
commutes, breaks from
work, and when they go
home for the evening.
TIP #2
Attractiveness
Use images often.
“Content should be pleasant to look at and easy to consume. The
same goes for the physical layout of written content. Articles
should be easy to read, nicely structured and aesthetically
pleasing.” - Dr. Susanna Gebauer
According to digital marketing blog Kissmetrics, photos attract 53
percent more “Likes,” 104 percent more comments and 84
percent more click-throughs.
TIP #3
Give Valuable Content
Create how-to lists and lessons to
establish yourself as an expert on
a particular topic
Give your perspective on pressing
industry news
Share your success stories in ways
that help bring light to relevant
business topics
Try sharing something you learned on
the job with your readers.
Maybe you can help them avoid a
costly mistake or even a serious
hazard.
Provide links to share a description
of tips you have encountered from
another thought leader or trusted
source; communicate the reason
why this information is valuable
and give credit to your source
TIP #4
Engagement
Try using call to action phrases: Visit, Click, (“please RT”), Share, Post,
Like, Watch, Tell Us or ask a question. Action words motivate fans to
engage. Even using a link will encourage engagement.
“We want our readers to do something with what we
share – you will want them to act and continue the
viral spread of your content.”- Leatherman
Do you think I should be worried that I'm being obsessive when: My
boss gives me a pack of Nerds, I start eating them and then
immediately stop to research the ingredients online which forces me
to throw them out?
Hey Friends-I need some assistance.. I designed 2 magnets as a
promotional piece for a trade show in Germany and I cannot decide
which one is more effective. Which one do you like best?
B2B SOCIAL ROCKSTARS
https://www.facebook.com/GE
B2B SOCIAL ROCKSTARS
https://www.facebook.com/corningincorporated
http://www.youtube.com/watch?v=6Cf7IL_eZ38
B2B SOCIAL ROCKSTARS
https://www.facebook.com/pages/Weld-Plus-IncWelding-Machinery-andEquipment/233020991777
CAN YOU REPEAT THAT?
Social Media is for
everyone!
Facebook, LinkedIn &
Twitter; the top 3 just for
you!
Social Media Benefits: Company branding, Word-ofmouth advertising, Increased customer loyalty and trust, Improved
audience reach and influence, Better SEO, Lead generation, and
Reach B2B buyers during research phase.
Do’s & Don’ts 1,2,3:
1. Social Media is not an extension of your Sales Department
2. Create a social media strategy & set goals
3. Focus on Content
4 Easy, Effective Tips for Content Sharing:
1.
2.
3.
4.
Proper timing
Attractive
Give valuable content
Engagement
CONTACT ME
Email: jgray@mdna.org
Office: 800.872.7807
Machinery Dealers National Association | MDNA
315 S. Patrick Street | Alexandria, Virginia 22314 USA
www.mdna.org